Marketing orientation, practices, and performance of sub-Sahara African firms: A review

Journal of African Business

Volumn 5, Issue 2, 2004, Pages 163-172

  Okoroafo, Sam C ^a  

^a UNIVERSITY OF TOLEDO   (United States)

Author keywords

Developing countries; Economic reforms; Marketing orientation; Marketing practice; Performance; Sub Sahara African countries

Indexed keywords

ECONOMIC REFORM; INDUSTRIAL PERFORMANCE; LITERATURE REVIEW; MARKETING; PERFORMANCE ASSESSMENT;

AFRICA; EASTERN HEMISPHERE; SUB-SAHARAN AFRICA; WORLD;

EID: 11244250702     PISSN: 15228916     EISSN: None     Source Type: Journal    
DOI: 10.1300/J156v05n02_09     Document Type: Review

References (33)

1. Akaah, I. and Riordan, E. (1988), "Applicability of Marketing Know-How in the Third World," International Marketing Review, v5n1, Spring, pp. 41-55.
2. Akaah, I. Dadzie, K. and Riordan, E. (1988), "Applicability of Marketing Concepts and Management Activities in the Third World: An Empirical Investigation," Journal of Business Research, v16n2 (March) pp. 133-148.
3. Appiah-Adu, K. (2001), "Perceptions of Marketing and Approaches to Implementation: The Case of Foreign and Domestic Firms in Ghana," Journal of African Business, v2n1, pp. 7-22.
4. Appiah-Adu, K. (1997), "Marketing in Emerging Countries: Evidence from a Liberalized Economy," Marketing Intelligence and Planning, v15n6, pp. 291-298.
5. Appiah-Adu, K. (1998), "Marketing Activities and Business Performance: Evidence from Foreign and Domestic Manufacturing Firms in a Liberalized Developing Economy" Marketing Intelligence and Planning, v16n6/7, pp. 436-442.
6. Blankson, C., Douglas, C. and Omar, O. (2001), "Structural Adjustment and Private Companies Market Orientation in Ghana" in Ogbuehi, A. (ed.), Proceedings of the International Academy of African Business and Development (IAABD), v2, Washington D.C; USA
7. Blankson, C., and Singh, S. (1999), "Marketing Culture and Performance in Service Firms." Service Industries Journal, v19n1, pp. 152-170.
8. Blankson, C., and Appiah-Adu, K (1996), "Issues of Market Orientation in a Developing Economy: Some Preliminary Findings" Paper presented at the AMA conference, San Diego, (August)
9. Chelariu, C., Ouattarra, A., and Dadzie, K. (2002). "Market Orientation in Ivory Coast: Measurement Validity and Organizational Antecedents in a sub-Saharan African Economy," Journal of Business and Industrial Marketing, v17,n6, pp. 456-470.
10. Dadzie, K, Buatsi, S., and Kuada, J. (2003), "Organizational and Marketing Orientation of West African Firms" Proceedings of the International Academy of African Business and Development (IAABD), London: U.K. pp. 82-85.
11. Dadzie, K, Johnston, W., Yoo, B., and Brashear, T. (2002), " Measurement Equivalence and Applicability of Core Marketing Concepts Across Nigeria, Kenyan, Japanese, and US Firms" Journal of Business and Industrial Marketing, v17, n6, p430-456.
12. Dadzie, K, (1989), "Demarketing strategy in a shortage marketing environment," Journal of the Academy of Marketing Science, v17n2, pp. 157-165.
13. Dadzie, K, Yoo, B. and Riordan, E. (1997), "Is there a contingency theory of market orientation? An investigation of cross-national contextual factors," AMA Educators Conference Proceedings, summer, p247.
14. Dadzie, K, Akaah, I. And Riordan, E. (1988), "Incidence of Market Typologies and Patterns of Marketing Activity Performance in Selected African Countries," Journal of Global Marketing, v1n3, pp. 87-107.
15. Iyanda, O., (2002), "The Structural Adjustment Program and Marketing in the Manufacturing Industry in Nigeria," in Muuka (ed), Proceedings of the International Academy of African Business and Development (IAABD), Port Elizabeth: South Africa. pp. 16-23.
16. Jamison, D. (2003), "Marketing at the Frontier: Exploring the Role of Informal Marketers in Africa," Journal of African Business, v4n3, pp. 5-24.
17. Kohli, A. and Jaworski, B. (1990), "Market Orientation: the construct, research propositions and managerial implications,' Journal of Marketing, v54, pp. 1-18.
18. Matanda, M., Mavondo, F., and Schroder, B. (2001), "Marketing Orientation: Do Retailers and Wholesalers Understand the Concept Equally" in Ogbuehi (ed), Proceedings of the International Academy of International Business and Development (IAABD), Washington, D.C.: USA, pp. 160-166.
19. Mavondo, F. and Rugimbana, R. (2001), "Cultural Orientations: Its Relationship with Market Orientation, Innovation and Organizational Performance," pp. 140-146 in Oghuehi (ed.), Proceedings of the International Academy of African Business and Development (IAABD), v2 Washington, D.C.: USA.
20. Mavondo, F. and Moswete, N. (2002), "The Macro-Environment and Business Environment: Their Influence on Marketing and Performance Variables," pp. 78-84 in Muuka (ed), Proceedings of the International Academy of African Business and Development (IAABD), vol 3, Port Elizabeth, South Africa.
21. Mavondo, F. (1999), "Market Orientation: Scale Invariance and Relationship to Generic Strategies Across Two Countries," Journal of Market Focused Management, vol.4, no.2, pp. 125-142.
22. Mitchell, I. S. and Agenmonmen, A. (1984), "Marketers Attitudes towards the Marketing Concept in Nigerian Business and Non-Business Operations," Columbia Journal of Business, v19,n3, (Autumn), pp. 62-71.
23. Narver, J.C. and Slater, S. (1990), "The Effect of Market Orientation on Business Profitability," Journal o Marketing, v54, October, pp. 20-35.
24. Okoroafo, S. (1997), "Strategic Adjustments to Environment Outcomes of Economic Reforms: A Cross-country Analysis," Journal of Global Business, Fall, vol. 8, No. 15, pp. 55-65.
25. Okoroafo, S. (1996) "Differences in Marketing Strategy and Performance of Foreign and Domestic Manufacturing Firms in Nigeria," Journal of Global Marketing, vol. 9, no. 3, pp. 109-117.
26. Okoroafo, S. and H. Torkornoo (1995), "Marketing Decisions and Performance in Economic Reform African Countries," Journal of Global Marketing, Vol. 8, No.3/4, pp. 85-102.
27. Okoroafo, S. and Lloyd Russow (1993), "Impact of Marketing Strategy on Performance: Empirical Evidence from a Liberalized Developing Country," International Marketing Review, Vol. 10, No. 1, pp. 4-18.
28. Osuagwu, L. (2002), "An Empirical Evaluation of the Corporate Strategies of Nigerian Companies," Journal of African Business, v3n1, pp. 81-108.
29. Osuagwu, L. (2002), "The Marketing Research Practices of Nigeria Companies: An Exploratory Study," Journal of African Business, v3n1, pp. 81-108.
30. Owusu-Frimpong, N. (2002), "An Evaluation of Marketing Practices in Banks in Ghana," Journal of African Business, v3n1, pp. 75-92.
31. Philemon, D (2003), "The Impact of Organizational Culture on Market Orientation of Business Firms: A Comparative Analysis of Manufacturing and Service Business Firms in Tanzania" in Muuka (ed), Proceedings of the International Academy of African Business and Development (IAABD), London: UK, p. 399-405
32. Samli, A. and Kaynak, E. (1984), "Marketing Practices in Less Developed Countries," Journal of Business Research, 12 (1), pp. 5-18.
33. Winston, E., and Dadzie, K. (2002), "Market Orientation of Nigerian and Kenyan Firms; The Role of Top Managers," Journal of Business and Industrial Marketing, v17, n6, pp. 471-480.